Understanding the Customers’ Value-In-Use
Created by Product-Services
An invitation to explore our latest thinking in product-service
systems research
Cranfield School of Management; CMRI
Wednesday, 3rd March 2010, 9.00 - 16.00
OVERVIEW
In the UK, manufacturers are being forced to develop
new and innovative ways to compete with producers
from lower cost economies. One strategy is to strive
towards creating value through the addition of
increasing levels of services to products.
Cranfield Product Service Systems researchers have
specialised in the development of the knowledge, tools
and technologies to help manufacturers exploit the
concepts of service-based competitive strategies.
This industry focused event will showcase leading
practice and research and present opportunities for
manufacturers to engage with the ongoing work at
Cranfield. Specifically, initial findings from research
conducted to date will be presented on assessing
customer perceptions of value-in-use of PSS.
Product-service providers are selling on the basis of
‘value’ but struggle to measure and demonstrate the
value-in-use to the customer. We have gathered
national and international experts on this subject and
invite you to join us in a day of sharing. There will be
presentations from expert practitioners and observers,
plus real opportunities to share your experiences and
views on this exciting topic.
AGENDA
9.00
Registration
9.15
Coffee and Networking with Industrialists and Faculty Members
09.30
Welcome and Overview of the Cranfield PSS Research Agenda
Prof. Stephen Evans, Cranfield University, School of Applied Sciences
Stephen is an Investigator in the IMRC research
9.45
Introduction to the Assessment of Value in Use
Prof. Hugh Wilson, Cranfield University, Cranfield School of Management
Hugh is an Investigator in the Cranfield IMRC research.
10.00
Using Customer Insights to Guide the Development of PSS
Dr. Geke van Dijk, Strategy Director and co-founder of STBY
Geke will present some of her recent work with the Utility sector in how customers’ learn from value-in-use
of current products and services to inform the development of new and better integrated PSS.
10.45
11.00
Coffee
Little Ships and Big Contracts
Prof. Mike Lewis, Bath School of Management
In this presentation Prof. Lewis will review key elements of a research project currently underway at the
Bath University School of Management. Specifically, he will use the evolution of an MoD/Royal Navy
capability-based contract (Contractor Logistics Support) to illustrate some of the key practical challenges –
and potential solutions – associated with procuring complex performance.
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Bridging the gap – Collaboration with Cranfield
Mark Davies, PSS Industry Club coordinator
Mark is Product-Service Systems Industry club coordinator.
12.00
Lunch and Projects Exhibition in the Cranfield Futures Lab
13.00
Delivering Customer Value through Product-Service Systems: The Rockwell
Experience
Mark Crawford, Manager, Customer Support & Maintenance, UK & Ireland, Rockwell Automation
Mark will describe the development of Rockwell’s service business, building on their established product
brands.
13.30
What is your Customers’ Value-in-Use?
Dr. Veronica Martinez and Dr. Jawwad Raja, Cranfield School of Management
Veronica and Jawwad will present the latest findings from the first phase of the project called “assessing
value-in-use created by product-service systems”.
14.15
Coffee
14.30
Workshop: Discovering your customers’ value-in-use
Dr. Veronica Martinez, Dr. Jawwad Raja, Dr. Helen Lockett and Dr. Mark Johnson
This workshop will explore and discuss the value-in-used created from various industries to enrich your
understanding of promising ways to identity your customers’ value-in-use.
15.30
Discussion Forum and Key Learning Points
Prof. Stephen Evans and Prof. Hugh Wilson
16.00
Close
WHO SHOULD ATTEND?
This event will be both useful for senior managers who are exploring different ways to increase customer value to create
long term business sustainability. You will have roles in operations, supply chain, strategy, marketing and engineering, and
come from a variety of sectors including aerospace, automotive and medical. There will be no charge but numbers are
limited so please reply promptly.
WHERE, WHEN AND WHO TO CONTACT?
rd
The event will be held in the Cranfield Management Research Institute (CMRI), Building 38, on the 3 March 2010.
THERE ARE ONLY 30 SPACES AVAILABLE FOR THIS EVENT, IT IS RECOMMENDED TO BOOK YOUR PLACE IN
ADVANCE.
To register for this event:
Lisa Hall
lisa.hall@cranfield.ac.uk
Centre for Business Performance
Cranfield School of Management, CMRI, Building 38,
Cranfield University, Bedfordshire, MK43 OAL.
For further information:
Dr. Jawwad Raja
j.z.raja@cranfield.ac.uk
Centre for Business Performance
Cranfield School of Management, CMRI, Building 38,
Cranfield University, Bedfordshire, MK43 OAL
For more information visit our website at http://www.cranfield.ac.uk/imrc/research/pss/index.jsp
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